University Social Responsibility and Brand Trust: A Case of Khon Kaen University
The study aims at investigating the relationship between among university social responsibilities (USR) and brand
trust of Khon Kaen University, Thailand. This survey employed the quantitative method and used questionnaires as a tool to
collect the data from stakeholders who perceived and used to participate in the USR activities including of students,
personnel, communities, and organizations supporting the university. Finally, the data of 400 sampling units were analyzed
through the Structural Equation Modeling (SEM). The study revealed that USR - consisting of economic responsibilities,
legal responsibilities, ethical responsibilities, and philanthropic responsibilities - had a positive direct influence on all
dimensions of brand trust including credibility, benevolence, and integrity. The results also supported all hypotheses of the
study with the variances predicted by credibility, benevolence, and integrity were 51%, 52%, and 55% respectively. As a
consequence, in order to enhance trusts in educational standards to all stake holders, Khon Kaen university should put more
efforts on USR activities seriously and continuously. The university should also integrate these social activities to its all
operational processes (USR in process) to create participations by and between students and personnel at all levels.
Keywords- University Social Responsibility, Brand Trust, Khon Kaen University, Thailand.